![]() ![]() ![]() So we're still really filling out and meeting the demand in a lot of the urban markets. So if you think about New York as an example, we're going to open six new locations in Manhattan this year. We actually entered urban markets like New York a few years after that. JULIA HYMAN: I mean, are you looking urban? Are you looking suburban? What's the kind of mix here?ĭAVE LONG: Back in 2010, we started in the suburbs. The fact that we've already got 1,300 outlets in the US means there's one, virtually, for anybody that's nearby. It has to be convenient for people to stick with their fitness routine. Where are you meeting them these days?ĭAVE LONG: You know, the convenience is kind of king for this. Because obviously, we have seen a change in the flow of people over this period of time, to fewer people coming to the office, people moving to farflung locations. JULIA HYMAN: With your expansion plans, talk to me about regions and geographies. So for us, it's really telling the story of how different and differentiated we are, so people come, and come in and try it. ![]() When they try the Orangetheory product, they see how different it is. Really, for us, it's about getting a consumer to come try us. The majority of Americans, or even globally, don't get enough exercise, so it's really not- there's not more than is needed. Like, people need more movement, more exercise. So when you look at the landscape, who or what do you consider your biggest competitors?ĭAVE LONG: First off, we're just fans of people moving. So the fact that they're impacting so many people really kind of supercharges the opportunity.ĪLEXANDRA CANAL: We were talking about this in the break- there are just so many places that you could work out right now, both at home and in the studio. And then, the continuing education and things that we offer on their own journey becomes really important- and the fact that they touch, like, hundreds, if not thousands, of members over their career. I think because we provide a place where it can be a really significant portion of a coach or instructor's income, they tend to really gravitate towards this product. JULIA HYMAN: How tough has it been for your franchisees to find instructors? I've found, with the studios I go to, that seems to be the toughest thing- and not just finding them, but having to pay them, which- to your point, you know, I assume people don't want to drop the price of classes, because you still have to pay the instructors a lot.ĭAVE LONG: I think it's always been a challenge to find the best instructors, which has been our focus, and yet, the last couple of years, it's probably been more challenging. We've been a little bit more promotional than historic, but really, we've been holding on price across the board. We don't see the price sensitivity there. Once a consumer comes to the doors and tries our product, they get really hooked on it. Are there any plans, if you're not lowering prices, to maybe offer more promotions or value packages or anything like that?ĭAVE LONG: So we've really held consistent on pricing. Usually, discretionary spending is the first to go for consumers. And what about on the pricing front? We are in an uncertain economic environment. I'm, like, obsessed with always tracking my calorie count, so I get that there. And we also offer Lift 45 classes, which are completely strength-focused.ĪLEXANDRA CANAL: I know the wearables. It's always been a core part of the Orangetheory workout, but we're putting even more focus into it this year. And then, strength continues to be on the rise- super important. Our members track it through our heart rate monitor. So that really gives us kind of an edge up of that morning to be really motivated to grow. So what do you think is key there? And as you were saying, post-pandemic, looking into the future of 2023, are there any fitness trends that are new and emerging that we really haven't seen the past couple of years?ĭAVE LONG: Yeah, so as you mentioned, franchisees power our brand, and they're passionate about it, and they love what we do. And you guys rely on a lot of franchisees, too. So this year, as you mentioned, 100 new locations, and in '24, we'd like to actually double that.ĪLEXANDRA CANAL: Wow. So even in those years, we were growing, and now, we're looking to really kind of recharge and grow even faster. And it's interesting to note, from '20 to '22- tough years- we added 200 net new locations. DAVE LONG: We think the demand is really high. ![]()
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